Purpose:The research aimed to identify the merchant intention in online submission microcredit through e-marketplace and formulate an online microcredit submission model. Total samples of 235 respondents were selected by convenience sampling method through an online survey of online sellers who were members of the Indonesian Online Business Association (APOI). Design/Methodology/Approach: Structural equation modeling (SEM) was used to test the empirical data derived from surveys with the proposed hypotheses. Findings: The results showed that marketing mix gives a greater influence on intention compared to attitude toward behavior. Practical Implications: The research is one of first attempts to provide valuable insight for an overview of MSME's intention towards micro credit in the framework of planning microcredit distribution (KUR) in Indonesia through e-commerce media. Originality/Value: The research provided an overview of the intention of online sellers / merchants to online submission systems through e-marketplace media and estimates how far is the persepsion of marketing mix in increasing intention.

With a large number of Micro, Small, and Medium Enterprises (MSMEs), Indonesia has an opportunity to pioneer the development of new digital services, especially advanced mobile financial service and e-commerce. Therefore, the government recommended e-marketplaces as a channel to provide micro-financing MSME registered as an online merchant. Financial Institutions are more secure in offering credit facilities to merchants in e-marketplaces because it is easier to verify borrower status and transaction records. This paper aimed to examine the role of the marketing mix (product, price, place, and promotion) perceived in submitting microcredit’s online application. Research on the intention of online merchants in e-marketplaces used the modified Decomposed Theory of Planned Behavior (DTPB) model approach. Data were collected from Indonesian online seller associations using a convenience sampling approach, and the research hypotheses were tested by applying structural equation modeling. The results showed that besides having a significant effect on online financing intention, the marketing mix’s perception could also be developed by mediating subjective norms.

The contribution of MSMEs to Indonesia's Gross Domestic Product (GDP) reached 61.41%, but only about 8% of MSME players have used e-commerce. One of the government policies to encourage MSMEs going online is to facilitate access to have microcredit (KUR) which has tailored to the e-commerce business model. This study aimed to look at the relationship of demography and characteristics of online business with the intention of to apply microcredit since the location and type of business of MSMEs are mostly not fixed. The data were obtained by online survey to the respondents selected by convenience sampling. This study used descriptive analysis and cross tabulation analysis of 235 respondents who are registered as members of the Indonesian Online Sellers Association. The results of the study showed that only the types of online business and other sources of income were significantly related to the intention in to apply for microcredit. Credit lending through media e-marketplaces could identify proper financing for the type of business for MSMEs. Further research by utilizing e-marketplace merchant database will provide a better description of MSME models for the intention in to apply microcredit.

This study aimed to see whether intention of applying for microcredit was influenced by factors of demographic and online business characteristics. The selection of respondents used convenience sampling method by collecting qualitative and descriptive information through online survey to 235 online seller who were members of the Indonesian Online Business Association (APOI).  The results of the study using logistic regression analysis proved that only the type of online business that was significantly related to the intention of applying for micro credit.  Financial institutions should offer credit products that are suitable for the type of online business to increase intention. Further research based on the type of business and online products will provide better overview of online MSME intnetion models.